Qualitative vs quantitative: Social media to build your brand

By Peter Heffring, CEO, Expion

One of the great advantages of social over traditional marketing is that it offers the opportunity for deep customer engagement – you get an unfiltered view of what your customers think about your product or service.

This voice of the customer can be used to improve operations, and determine where satisfaction and dissatisfaction lies. Is it product price or quality? Is there a customer service issue?

To make the most of social in this way, you need to include...

#RoyalBaby: Analysing the social impact so far

It was almost inevitable that, when the time came, the royal baby’s first moments would completely saturate online, social and traditional media in the UK with almost blanket coverage.

From speculation about the sex to speculation about the name, there appeared to be plenty to discuss. And, according to social analytics provider Crimson Hexagon, the vast majority of social media posts were of a humorous nature.

Given that at 0730BST on July 22, a 45 word statement was issued to media outlets announcing...

By James Bourne, 23 July 2013, 0 comments. Categories: Data-driven marketing, Publishing, Social Media Marketing.

From targeting to conversation: When big data really gets valuable

We know Big Data presents terrific potential for marketing.  Current thinking, however, may be holding brands back from enjoying its true potential.

As in Matt Assay’s recent piece for Marketing Tech, we’re urged to use tracking and Big Data analytics for targeting and optimisation.  But actually, the biggest opportunity lies beyond targeted advertising. It lies in Big Data-powered conversations, between the customer and...

By William Corke, 08 July 2013, 0 comments. Categories: Advertising, Data-driven marketing.

Why Google’s Content Experiments API is part of the larger plan

Many marketers who want to perform split or multivariate tests have little to no budget for it. That’s the nature of the space - companies are always looking to do more with less. So when Google shut down Google Website Optimizer and launched Content Experiments inside Google Analytics, many in the space were rightly concerned. The relatively full-featured tool was going away, replaced by a competent, but lacking, replacement.
The move drew considerable ire, and left many marketers...

By , 12 June 2013, 0 comments. Categories: Data-driven marketing, Organic Search, Search Marketing.

The psychic marketer and the rise of big data

Just like Paul the psychic octopus who famously predicted the results of football matches during the Euro 2008 and World Cup 2010 football, predictive technologies are set to make an even bigger impact in 2013. 

With a success rate of 85% Paul, the animal oracle correctly predicted 11 out of 13 matches in 2010 as well eventual winners, Spain against the Netherlands in the final on 11 July.  Not bad for a cephalopod.

Paul’s psychic powers may have been down to divine intervention but new...

By John Fleming, 11 June 2013, 0 comments. Categories: Data-driven marketing.

5 tips to improve your click through rate on Google+

Just like anyone else in the industry, I’m a massive fan of social media and right now Google+ is definitely in my top two. In my opinion, Google’s often over-looked social network is one of the best places for socialising, sharing and just generally discovering great content that you actually want to read and view. Unlike LinkedIn, its communities are moderated pretty effectively and are relatively spam-free and unlike Facebook, the network is also fairly free of pointless advertising thus far –...

By Amy Edwards, 11 June 2013, 0 comments. Categories: Data-driven marketing, Search Marketing, Social Media Marketing.

Cross-channel marketing: Managing campaigns and reaching consumers in real time

When we look at the relationship between today’s consumer and their favoured brands, there’s no doubt that we’ve seen a fundamental change in the way brands and consumers interact. Whereas once there was equilibrium between customer expectations and brand fulfilment, now the balance has tipped to the extent that customer expectations go way beyond what most businesses can deliver.

Customers demand a seamless experience regardless of the channel or device they use to interact with the brand....

By Simon Martin, 10 June 2013, 1 comment. Categories: Data-driven marketing.

Omnichannel: Can you keep up with the customer?

With the proliferation of channels and devices available to consumers nowadays, the vision of omnichannel – a seamless approach to optimising the customer experience and engagement through all available channels – seems like an impossible dream for most. 

Organisations, however, cannot afford to avoid what is fast becoming a new reality. Customers are increasingly interacting with brands in a variety of ways, via multiple devices and channels - and they expect brands to deal with this new...

By Katharine Hulls, 06 June 2013, 0 comments. Categories: Data-driven marketing.